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The How of Audience Development for the Arts
by Shoshana Danoff Fanizza
Audiences Insight/Out - Rotterdam
Information
Audiences Insight/out event looked at how we find and reach new (hard to reach and un engaged) audiences and how to maintain those audiences with the help of audience segmentation and profiling.
Were you there? Would you like to share insight with others about audience segmentation?
Website: http://bit.ly/JyFbku
Location: Rotterdam
Members: 5
Latest Activity: Jun 17, 2012
Reports and Updates
Here you can find the presentations and documents belonging to the topics of the Rotterdam conference Audiences Insight /out.
FOLLOW this link to go to some video's and presentations, or read our summary of the congress below with links to the powerpoints.
http://www.audienceseurope.net/page/insight-out-rotterdam
Starting Tuesday the 29th of May.
We Rotterdammers... Cynthia posted back in September 2011 about this audience research. All delegates got a copy at the conference, here is the digital version: English summary, We Rotterdammers and culture
Martin Barden, for years he was responsible for the loyaltyprogram of the Tate gallery, had a presentation called: The Audience center stage. Presentatie Martin Barden
Wednesday 30th of May we opened the program with Andrew McIntyre.
Andrew McIntyre of Morris, Hargreaves & McIntyre talked about the Evolution of Arts Segmentation. Without segmentation, the audience is just a single homogeneous mass. Segmentation attempts to group people in meaningful ways. Ways that provide insight and help us to programme and communicate and build relationships.
The evolution of arts segmentation is the story of the search for better insight. In the beginning we used simple demographics box
office behaviour data. Then we evolved by adding geography, socio-economic profiling, lifestyles and attitudinal data to the mix. Each has inched us closer but none quite got the heart of what fundamentally motivates audience behaviour. Check here : Andrew MacIntyre Evolution of arts segmentation
Now it’s time for the third act in arts segmentation:
deep-seated beliefs and values. Understanding what’s in audiences hearts and minds can help us to win those hearts and minds.
Andrew has been at the forefront of this evolution for the past twenty years and has never been more excited about the future relationship between arts and audiences. He’ll tell the story of the evolution and conclude by setting out the Six Tests for a 21st Century Segmentation System.
Here is a pdf of their Culture segments model.
Next there was a choice in the program; one could choose between two segmentation models used in amongst other countries the Netherlands.
1. was from Niels Vink of Experian (Mosaic) How your visitors behaviour is affected and how to use this to your advantage |
Consumers make decisions every day: we buy a cold cola to quench our thirst, a car seat for our children, a trip to the Chinese Wall. We make decisions whether to visit the cinema or to go the museum instead. What drives a consumer to make these decisions? Niels Vink talks about the drivers of consumer behaviour and how to take differences between consumers into account. He provides insights about how you can turn these differences between consumers into an advantage. He also shares some recent cases to illustrate how you can start increasing visitors to your event, museum or theatre tomorrow!
Check here the Presentation Niels Vink.
2. Frits Spangenberg of Motivaction and Willem Bijleveld of the Maritime Museum talked about Mentality: a tailored approach to your audiences and the case of the Scheepvaart Museum
Frits Spangenberg shows us how important it is for a cultural entrepreneur to do research and to dare to choose target groups. By focusing on the customer needs it becomes possible to tailor your policy and communications. The Mentality model that was developed by Motivaction is the base for a new way of looking at target groups with for example the help of specific customer Personas. Frits
talks about the backgrounds of Mentality and he gives some practical tools for cultural institutions on the base of concrete cases. Together with the Director of the Scheepvaartmuseum, Willem Bijleveld, he will elaborate on how they have applied Mentality and the use of personas in the museum.
talks about the backgrounds of Mentality and he gives some practical tools for cultural institutions on the base of concrete cases. Together with the Director of the Scheepvaartmuseum, Willem Bijleveld, he will elaborate on how they have applied Mentality and the use of personas in the museum.
Check here the presentation of Mentality
Next up was the director of the Roterdam Philharmonic Orchestra Hans Waege with a presentation called Data, Knowledge and
product development: the case of the Rotterdam Philharmonic Orchestra
product development: the case of the Rotterdam Philharmonic Orchestra
Hans Waege is managing director of the Rotterdam Philharmonic Orchestra and the Rotterdam Philharmonic Gergiev Festival since 2009. Previously he was professor and researcher at Ghent University, director of the Antwerp Philharmonic and director of several arts organizations. In that capacity he has worked on a manual for audience research. At the Rotterdam Philharmonic Orchestra Hans Waege intensified the interaction between local roots and international prominence. Under his leadership the orchestra expanded his tour schedule and closed major recording contracts. For those achievements he received the Rotterdam Marketing Award 2012. He puts his past as a professor/researcher in good use in his new role at the Philharmonic by using
data and knowledge of the audience for successful product innovation. His presentation will be found here soon.
data and knowledge of the audience for successful product innovation. His presentation will be found here soon.
Check here the presentation of Hans Waege: PresentatieHansWaege
Next up we had another choice in program. The topics were: What about the non participants, and Segemnetation and CRM. Both sessions started out with two short presentation followed by a paneldiscussion.
1. What about the non- participants?
John Lievens of Ghent University tells about his research on non-participants. James Doeser of the Arts Council England talks about the Arts Audiences Insight model and the non-participants. Concluding there will be a panel discussion led by Richard Hadley with John Lievens, Jamer Doeser and Vishalakshi
Roy.
Part 1
In 2008 Arts Council England developed the Arts Audiences: Insight segmentation to provide those working in the arts with greater knowledge of the levels and broad patterns of arts engagement in
today’s society, across both arts attendance and participation. It explains the motivations and behaviours of different audience groups, including both those who are already active in the arts and those who currently have little or no engagement. It shows how the arts fit into people’s overall lives today, by illustrating how aspects of arts engagement are associated with patterns in other lifestyle choices, behaviours and attitudes. And it offers some ideas and inspiration for strategies for engaging more people with the arts.
This presentation will explain how and why the Arts Council chose to undertake the segmentation research, and why they updated the segment profiles in 2011. There will be important lessons for other organisations looking to undertake segmentation research, especially if it is designed to inform decision-making, programming and marketing.
Part 2: The non-attender: Who is (s)he ? And what is (s)he to you?
Studies on cultural and art participation often show a notable blind spot for non-attenders. In this presentation we provide insight in the non-audience. First, we sketch the lifestyle space in Flanders, revealing both the size as the specific characteristics of segments that are not intensely involved in attending cultural events. Second, we zoom in on the non-attenders and look at differences within this group, that too often is considered to be homogeneous.
Subsequently, we examine what the most important barriers are that non-attenders indicate as reasons for their non-participation. Finally, we assess whether and to what extent attenders and non-attenders differ in their perceptions of cultural activities. The main focus of this presentation is then on identifying and characterising different segments of non-participants, each possibly requiring different strategies for cultural communication. The data that is used
concern two large-scale representative surveys on (cultural) participation in Flanders (2003, 2009).
Check out presentation John Lievens
Roy.
Part 1
In 2008 Arts Council England developed the Arts Audiences: Insight segmentation to provide those working in the arts with greater knowledge of the levels and broad patterns of arts engagement in
today’s society, across both arts attendance and participation. It explains the motivations and behaviours of different audience groups, including both those who are already active in the arts and those who currently have little or no engagement. It shows how the arts fit into people’s overall lives today, by illustrating how aspects of arts engagement are associated with patterns in other lifestyle choices, behaviours and attitudes. And it offers some ideas and inspiration for strategies for engaging more people with the arts.
This presentation will explain how and why the Arts Council chose to undertake the segmentation research, and why they updated the segment profiles in 2011. There will be important lessons for other organisations looking to undertake segmentation research, especially if it is designed to inform decision-making, programming and marketing.
James Doeser of the Arts Council England talked about the Arts Audiences Insight model and the non-participants. Here is the "Blue Cover Edition" of the most recent arts based audience segmentation research document.
And here is his presentation: Presentation James Doeser
Part 2: The non-attender: Who is (s)he ? And what is (s)he to you?
Studies on cultural and art participation often show a notable blind spot for non-attenders. In this presentation we provide insight in the non-audience. First, we sketch the lifestyle space in Flanders, revealing both the size as the specific characteristics of segments that are not intensely involved in attending cultural events. Second, we zoom in on the non-attenders and look at differences within this group, that too often is considered to be homogeneous.
Subsequently, we examine what the most important barriers are that non-attenders indicate as reasons for their non-participation. Finally, we assess whether and to what extent attenders and non-attenders differ in their perceptions of cultural activities. The main focus of this presentation is then on identifying and characterising different segments of non-participants, each possibly requiring different strategies for cultural communication. The data that is used
concern two large-scale representative surveys on (cultural) participation in Flanders (2003, 2009).
Check out presentation John Lievens
2. Segmentation and CRM
Kristien Gerets of the Singel Antwerp talks about several projects on CRM and social media and Johnathan Branson of (former) Audiences Central on the project Audiences Black Country. Concluding there will be a paneldiscussion led by Anoushka Laheij with Kristien Gerets and Johnathan Branson.
Part 1: Audiences Black Country (ABC)
Johnathan Branson, former Audience Development Manager at Audiences Central, will be talking about Audiences Black
Country (ABC), an Arts Council England funded programme of organisational support that aimed to build a real understanding of audience behaviours, increase awareness of research and segmentation tools, and develop strategies to increase audience retention levels across the four boroughs that make up the
Black County.
The project supported ten arts and cultural organisations
via bespoke programmes of support, which had a specific focus on CRM, segmentation and the use of data in audience development. During the presentation, Johnathan will provide an overview of the project, talk about the range of work delivered, the impact of the work, challenges and successes, and the project’s legacy.
Check out Presentation Johnathan Branson
Part 1: Audiences Black Country (ABC)
Johnathan Branson, former Audience Development Manager at Audiences Central, will be talking about Audiences Black
Country (ABC), an Arts Council England funded programme of organisational support that aimed to build a real understanding of audience behaviours, increase awareness of research and segmentation tools, and develop strategies to increase audience retention levels across the four boroughs that make up the
Black County.
The project supported ten arts and cultural organisations
via bespoke programmes of support, which had a specific focus on CRM, segmentation and the use of data in audience development. During the presentation, Johnathan will provide an overview of the project, talk about the range of work delivered, the impact of the work, challenges and successes, and the project’s legacy.
Check out Presentation Johnathan Branson
Part 2: deSingel international arts campus: grandeur and adventure
deSingel is an art site for theater, dance, music and architecture on the outskirts of Antwerp. The main inhabitants are deSingel international arts campus and the Royal Conservatory of Antwerp. In addition, also many other ensembles, educational and research institutions make
use of our superb infrastructure. In the biggest main building of deSingel international arts campus there is a medium-sized concert hall (966 pl.), a large hall for theater and dance (803 pl.), Exhibit space, a music studio (150 pl.) and a theater studio (270 pl.). These spaces not only provide space for the contemporary, critical and transnational canon, but at the same time act as an incubator for artistic creation, new trends and insights. With this combination of performances, concerts and exhibitions deSingel reaches about 120,000 visitors annually. The public recruitment requires constant attention and is
predominantly due to the contemporary nature of the program not always easy and/ or obvious. Therefore deSingel puts in all kind of possible tools as part of a permanent en well thought strategy. CRM is a common thread throughout the entire organization. The large number and diversity of the program compels audience segmentation. New and social media play an increasingly important role in the constant quest for new audiences. Kristien Gerets will illustrate it all on the
basis of a number of cases from daily practice.
Check out Presentation Kristien Gerets, deSingel about CRM
Next one could choose between 4 different workshops:
Audiences Black Country Workshop - Jonathan Branson
Following the afternoon presentation Johnathan Branson will talk in detail about the range of CRM workshops that were delivered to arts and cultural organisations as part of the Audiences Black Country project. This included, ambassadors schemes, internal collaboration and
membership schemes.
Segmentation tools used in the UK- Vishalakhasi Roy
This workshop involves looking at various methods of approaching segmentation of audiences and examine some of the existing models popular in the UK. It will provide participants with an opportunity to discuss current approaches used in their organisation and share ideas with a view to enhance their approach.
Workshop Vishalakshi Roy
Toolkit lifestyle profiles: view on culture - Davy de Laeter
In 2003 and 2009 a large-scale screening for the leisure participation of Fleming was conducted in Flanders. Further doctoral research on these datasets presented a number of lifestyle profiles of the Flemish participants. We at Flanders CultuurNet went to work with the findings from these studies in order to make them suitable in the practice of promoting participation. This resulted in a strategic toolkit ‘view on culture’ that allows the user of the toolkit to create an action plan to attract more potential participants in 5 steps *, taking into account their tastes, preferences and thresholds. The toolkit concludes with a series of references that will lead to the improvements needed which surfaced following the 5 steps (amongst others communications, supply, multiculturalism, accessibility, family friendliness etc. ...).
This session introduces you to the five steps that the user of the toolkit follows and you'll get an interactive taste of some of the methodologies and models.
* (1) lifestyle profiles, (2) lifestyle profiles in your population /audience, (3) your growth groups, (4) the barriers and how to tackle them, (5) Action Plan.
| Segmentation as the base for succesful public outreach: The new Rotterdam Target groups for arts and culture - Willem Wijgers |
In 2007, EMC Culture Studies built - on behalf of Rotterdam Festivals - a segmentation model for cultural entertainment in Rotterdam. The findings of research into cultural data transaction among locals and transaction data of visitors from Rotterdam cultural institutions were interrelated, there were 8 groups found who were more or less interested in local art and culture. After almost 5 years, this model was due for revision. Based on an entirely new set of data, EMC Culture Studies once again mapped the Rotterdam market for cultural entertainment.
The application of this new segmentation model is key during this workshop. You are going to create a marketing plan based on profiles of more or less promising targetgroups. This gives you insight into the workings of the model and helps you to determine how far such an approach is applicable to your situation.
During the workshop Willem Wijgers will introduce you to the new Rotterdam Target groups for arts and culture and you get the chance to move into the needs of various types of culture users. As director / chief marketing officer of a virtual Rotterdam institution you set up a campaign to attract new visitors, by making use of the information about their housing and living situation, their leisure and their use of media (online and offline), as from the description of the new target appears.
The application of this new segmentation model is key during this workshop. You are going to create a marketing plan based on profiles of more or less promising targetgroups. This gives you insight into the workings of the model and helps you to determine how far such an approach is applicable to your situation.
During the workshop Willem Wijgers will introduce you to the new Rotterdam Target groups for arts and culture and you get the chance to move into the needs of various types of culture users. As director / chief marketing officer of a virtual Rotterdam institution you set up a campaign to attract new visitors, by making use of the information about their housing and living situation, their leisure and their use of media (online and offline), as from the description of the new target appears.
Work in Progress June 4 2012
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